Chapter 2: BrandingIdentity and Image Strategy

Consider:

◦ Tropicana Pure Premium orange juice◦ Gap

How did subtle changes in their brand image touch off protests?

Consumers have deep feelings about brands

A brand, much like a person, has a personality

Strategically planned to gain a positive image in the minds of the public

The company or brand’s presentation of itself

Branding defined

Identity + Image = Reputation

Identity is less fleeting than a brand’s image and harder to shape

Identity leads to image

Name Logo Tagline Color palette Architecture and interior design Sounds

Brand identity elements

The arrow within the logo promotes speed & precision

©2007 FedEx. FedEx service marks used by permission

AFLAC

The name “AFLAC” is more memorable than “American Family Life Insurance Company”

The duck brand icon that quacks “Af-laccck!” makes the name even more memorable

Debbie Garris

“A diamond is forever” (DeBeers)

“Imagination at work” (General Electric)

“American by birth. Rebel by choice” (Harley Davidson)

“We answer to a higher authority” (Hebrew National)

“Nothing runs like a Deere” (John Deere)

“Every kiss begins with Kay” (Kay Jewelers)

What do taglines say about their brands?

Integrated marketing communications (IMC):

◦ A brand must send a unified message through multiple media

◦ Consumers do not distinguish between advertising, public relations or marketing

◦ Consumers view all of a brand’s communication as one flow of media

Projecting a unified message

Briefcase:Txtng & Drivng…It Can Wait

Made a proactive move to convince people not to text and drive

Studies show:◦ People are 23 times more likely to be involved

in an accident when texting and driving◦ Distracted driving is particularly problematic

among teenage drivers◦ Sixteen percent of all distracted driving crashes

involve drivers under 20

AT&T

Features the text messages that were sent or received before someone’s life was altered, or even ended, because of texting and driving

Demonstrates how insignificant a text message is compared to the potentially dire consequences of reading or responding while driving

AT&T’s campaign

Courtesy of AT&T IP Courtesy of AT&T IP

http://www.att.com/gen/press-room?pid=23184

Television spots and videos

“We didn’t have our ‘Aha!’ moment until we asked one of our focus groups to take out their devices and read the last text they received.

When we asked if that particular message was worth the potential risk of reading while driving at 65 mph, you could have heard a pin drop.

That’s when we realized the message ‘it can wait’ was effective in educating consumers about the dangers of texting while driving.”

Cathy Coughlin, senior executive vice president and global marketing officer for AT&T

Inspiration for the campaign

Distributed to schools, safety organizations, and government agencies via YouTube channel

3 million views http://www.att.com/gen/press-room?pid=2

3184

Last Text Documentary

Awareness of the It Can Wait message increased 26 percent during the campaign

One-in-three people isaid that texting while driving messages have an impact on their driving habits

More than 1.2 million no-texting-while-driving pledges were made at ItCanWait.com and through Facebook, Twitter, live events and text-to-pledge initiatives

Source: http://www.att.com/gen/press-room?pid=23656&cdvn=news&newsarticleid=35921&mapcode=txting_can_wait|att_ces_2012

Results